timothy howard november 1, 2012. good copy makes a big difference
TRANSCRIPT
Timothy HowardNovember 1, 2012
GOOD
Good copy makes a big difference
Website Content1. Text2. Images3. Audio4. Video5. Attachments
Content: Relevant & Searchable
• By Humans– Easy to navigate with
language geared towards your customers
• By Spiders– Search engines use
programs to ‘crawl’ websites to index content
Speak Your Customers’ Language
Nursery
Irrigation System
It’s What You Say & How You Say It!• Make sure your website content is interesting, has
a purpose, and gives your readers a “call to action”
– Call us– Come back – Visit us– Tell someone else– Signup for our e-
newsletter
– Buy our product• Online
– Our site or others
• At Retail– Our place or others
– Signup for our e-newsletter
How do calls to action work?
A Click = ‘Tell me more’
Number of Clicks
Amou
nt o
f Inf
orm
ation
Upside Down Funnel ConceptHome Page
Plant Category
Plant Detail Page
All Plants
Home Page
All Plants
Perennials
Plant Details
What Makes Good Web Content?• Think of a few sites that you like to visit again
and again. What makes you keep coming back? – Quality Articles• Current• Timeless
– Tutorials– Great Deals– Fuels a Passion
• Scanable Text is Critical
How to Write Good Web Content• Keywords. You've worked hard on these keywords; make them
stand out (bold, different font, headlines, etc.)• Clear titles. Make it painfully clear what you are going to talk
about. It's fun to be clever and cute, but it can backfire on you. Search engine spiders won’t understand cutsy puns, sarcasim or out of the ordinary slang terms.
• Be short and sweet. Don’t try to prove you’re a Rhodes Scholar with polysyllabic words. One key idea per paragraph.
• Kill the Fluff. Do you like to slog through a bunch of sales language to get to the meat of a story? Well, neither will your readers. Don't inflate your writing with a lot of hot air; keep it down to earth.
Practice makes….
• Writing quality website content is not easy• You won’t master it overnight• Give yourself some time• Practice a lot• Read a lot– Other sites – you know good copy when you read it– Your site – read it from your customers point of view• Better yet, have other objective people (with a spine) read
it and let you know what they think.
You better than you were before
Putting Technology in perspective….
Leading edge can be bleeding edge. Focus on practical solutions.
Questions?
Comments?
Thank you for your time. Timothy Howard
Clarity Connect, Inc.360 Raleigh St.
Holly Springs, NC [email protected]
www.Clarity-Connect.com
A copy of all of todays presentations can be found at:www.clarity-connect.com/presentations
Through Monday, November 4th